The tea house project
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THE TEA HOUSE PROJECT. Marketing Research Team Reshma Gala Shawn Kline Jae-Yeon Joo Amol Chopra. MKTG-652. Introduction: The Concept. Coffee a very popular beverage among Americans. Presence and success of cafés specializing in coffee. Example: Starbucks and Cosi

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THE TEA HOUSE PROJECT

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The tea house project

THE TEA HOUSE PROJECT

Marketing Research Team

Reshma Gala

Shawn Kline

Jae-Yeon Joo

Amol Chopra

MKTG-652


Introduction the concept

Introduction: The Concept

  • Coffee a very popular beverage among Americans.

  • Presence and success of cafés specializing in coffee. Example: Starbucks and Cosi

  • No predominant presence of café specializing in serving tea

MKTG 652

Drexel University


Introduction the concept1

Introduction: The Concept

  • Success of coffee and cafés in tea drinking countries, ex: India, Taiwan, Korea, China, Russia

  • Therefore test the feasibility of tea and tea house in coffee drinking country America, specifically in the tri-state area.

MKTG 652

Drexel University


Purpose of research

Purpose of Research

  • Is it feasible to introduce a Tea House in the tri-state area?

  • Who should be our target market?

  • What are the current consumption patterns of our target market?

  • What price should we charge for a cup of tea?

  • Will the “Tea House” concept work?

MKTG 652

Drexel University


Objectives and hypothesis

Objectives and Hypothesis

  • Men and women between the age group of 18 and 30 years, both students and young working professionals, with a higher disposable income would be willing to visit Tea House

  • People would be willing to pay between $1 and $3 for a cup of tea

  • People already visiting café would be willing to visit Tea House

MKTG 652

Drexel University


Objectives and hypothesis1

Objectives and Hypothesis

  • People giving more importance to nutritional value while choosing a beverage would be willing to visit Tea House

  • Recognize a pattern as to the part of the day people would be willing to visit the Tea House

  • Understand the ethnic background of people willing to visit the Tea House

MKTG 652

Drexel University


Objectives and hypothesis2

Objectives and Hypothesis

  • General awareness of different types of tea

    • Black Tea, Green Tea, Oolong Tea, Chai

  • General awareness of different forms of tea consumption

    • Tea bags, Iced Tea, Loose Tea

  • Places people generally buy their beverages from

    • Convenience stores, vending machines

MKTG 652

Drexel University


Objectives and hypothesis3

Objectives and Hypothesis

  • Understand the current café-visit habits

    • Frequency of visit

    • Accomplice

    • Average spending per visit

    • Other products consumed in a café

MKTG 652

Drexel University


Survey

Survey

  • Sample Size: 99

  • Location: Pennsylvania, New Jersey, and Delaware

  • Collected at work places and colleges (Drexel & UD)

  • Convenience sample was used for pretest of questionnaire

MKTG 652

Drexel University


Survey demographic info of respondents

GENDER

Male

39%

Female

61%

SurveyDemographic info of respondents

AGE

55-above

1%

41-55

20%

18-30

53%

31-40

26%

MKTG 652

Drexel University


Survey demographic info of respondents1

INCOME

100k-above

1%

75k-100k

17%

below 25k

40%

50k-75k

14%

35k-50k

25k~ 35k

20%

8%

SurveyDemographic info of respondents

OCCUPATION

Others

3%

Student

40%

57%

Working Professional

MKTG 652

Drexel University


Survey demographic info of respondents2

ORIGIN

Other

1%

Hispanic

African American

4%

19%

Caucasian

Asian

51%

25%

SurveyDemographic info of respondents

MKTG 652

Drexel University


Questionnaire

Questionnaire

  • 22 Questions

    • Nominal scale: gender, origin

    • Interval scale: income, price related

    • Ordinal scale: consumption pattern

    • Ratio scale: income, frequency of visit café

    • Open end question

MKTG 652

Drexel University


Target market analysis age

Target Market Analysis: Age

  • Ho: Decision to visit a tea house is independent of the age of a person

  • Ha: Decision to visit a tea house depends on the age of a person.

  • Analysis: Asymp. Sig. (2 sided) > 0.05

  • ACCEPT NULL

  • Conclusion: People in the age group of 18 to 30 will not necessarily visit a tea house.

MKTG 652

Drexel University


The tea house project

Note : Number of respondents under age of 18 = 0 & over age of 56 = 1

MKTG 652

Drexel University


Target market analysis income

Target Market Analysis: Income

  • Ho: Decision to visit a tea house is independent of the income of a person

  • Ha: Decision to visit a tea house is dependent on the person’s income

  • Analysis: As Asymp. Sig. (2 sided) > 0.05

  • ACCEPT NULL

  • Conclusion: Persons with a high disposable income of over $50,000 p.a. will not necessarily visit a tea house

MKTG 652

Drexel University


The tea house project

MKTG 652

Drexel University


Target market analysis gender

Target Market Analysis: Gender

  • Ho: Decision to visit a tea house is independent of the gender of the person

  • Ha: Decision to visit a tea house is dependent on the gender of a person

  • Analysis: As Asymp. Sig. (2 sided) > 0.05

  • ACCEPT NULL

  • Conclusion: No indication that a particular gender group would be more inclined to visit a tea house, than another group.

MKTG 652

Drexel University


The tea house project

MKTG 652

Drexel University


Target market analysis occupation

Target Market Analysis: Occupation

  • Ho: Decision to visit a tea house is independent of the occupation of a person

  • Ha: Decision to visit a tea house is dependent on the occupation of a person

  • Analysis: As Asymp. Sig. (2 sided) > 0.05

  • ACCEPT NULL

  • Conclusion: It is not necessary that only student will be interested in visiting the tea house.

MKTG 652

Drexel University


The tea house project

Note : Number of retired respondents = 1

MKTG 652

Drexel University


Target market analysis origin

Target Market Analysis: Origin

  • Ho: Decision to visit a tea house is independent of the origin of a person

  • Ha: Decision to visit a tea house is dependent on the origin of a person

  • Analysis: As Asymp. Sig. (2 sided) > 0.05

  • ACCEPT NULL

  • Conclusion: It is not necessary that persons belonging to a certain ethnic background will be interested in visiting the tea house.

MKTG 652

Drexel University


The tea house project

Note : Number of respondents from ‘other’ background = 1

MKTG 652

Drexel University


Consumption patterns

Consumption Patterns

  • Ho: Decision to visit a tea house is independent of the decision to visit cafes

  • Ha: Decision to visit a tea house is dependent of the decision to visit cafes

  • Analysis

    • Asymp. Sig. <.05; REJECT NULL

    • Conclusion: People who currently visit cafes are more likely to visit a tea house

MKTG 652

Drexel University


Consumption patterns continued

Consumption Patterns (continued)

  • Ho: Decision to visit a tea house is independent of the individual’s concern for nutrition

  • Ha: Decision to visit a tea house is dependent of the individual’s concern for nutrition

  • Analysis:

    • Asymp. Sig. >.05; ACCEPT NULL

    • Conclusion: People who are concerned about nutritional value of their beverages will not necessarily visit a tea house

MKTG 652

Drexel University


The tea house project

MKTG 652

Drexel University


The tea house project

MKTG 652

Drexel University


The tea house project

MKTG 652

Drexel University


Pricing

Pricing

  • Assumption: Majority of visitor would pay $1 ~ $2.99 for a cup of tea

  • Result of Frequency test: very supportive

    • Under $1: 11.2%

    • $1 ~ $2.99: 71.9%

    • $3 ~ $ 4.99: 13.5%

    • $5 ~ $6.99, $7 ~ 9.99, & $10 ~ above: 1.1% each

      * Majority of People(30.2%) who willing to visit Tea House answered they pay for $3 ~ $6.99 per visit in Café

MKTG 652

Drexel University


Appraisal

Appraisal

  • Diversity of respondents with regard to gender, age, income and occupation

  • Questionnaire :

    • Short sightedness in including few questions

    • Difficulty in analyzing open ended questions

    • Structure of some questions

MKTG 652

Drexel University


Future opportunities

Future Opportunities

  • First Step – Green Signal

    • overall acceptance among variety of age groups, income segments and occupations.

  • Further research and analysis can be done on

    • specific location

    • frequency of visit to a tea house

    • snacks to be served along with tea

    • ambience people would be expecting in the Tea House

    • secondary research

MKTG 652

Drexel University


Summary

Summary

  • Primary Research on ‘Feasibility of a Tea House’ in the Tri-state area.

  • Survey by using Questionnaire.

  • Statistical Analysis using SPSS

  • Statistical Tools

    • Cross tabulation

    • Frequency Counts

MKTG 652

Drexel University


Conclusion

Conclusion

  • An executable idea – ‘Tea House’

  • Accepted by the market

  • Further analysis required for specific aspects

MKTG 652

Drexel University


Thank you

Thank You!!!

Questions?

MKTG 652

Drexel University


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